P Introduction to Marketing Research Exp Qual

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MKTG 6051 Marketing Research

Exploratory Design and

Qualitative Research

Tim Smith

Carlson School of ManagementUniversity of Minnesota


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Timothy M. Smith, 2005Exploratory and Qualitative Research | CSOM | | 4-Aug-102

Objectives

Define exploratory research and how it relates to qualitative data.

Explain the need for qualitative research.

Understand the importance of and differences between in-depth interviews,focus groups, and projective techniques.

Be familiar with observational and ethnographic approaches.


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Exploratory

Research

Causal

Research

Descriptive

Research

Formulate problems more precisely

Develop Hypotheses

Establish priorities for research

Eliminate impractical ideas

Clarify concepts

Literature search

Experience survey

Analysis of select cases

Focus groups

Interviews

Projective tests

EthnographiesDescribe segment characteristics

Estimate proportion of people

who behave in a certain way

Make specific predictions

Longitudinal study

True panel

Omnibus panelSample SurveyProvide evidence regarding causal

relationships by means of:

Concomitant variation

Time order in which variables occur

Elimination other explanations

Laboratory experiment

Field experiment

Uses Types

Types of Research Designs


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Qualitative Research Methods

Depth interviews

Focus groups

Projective techniques


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Depth interviews

Definition

One-on-one interviews, probe for hidden attitudes and motivations

Types

Nondirective

Maximum freedom to respond

Semi-structured

Specific list of topics, some structure to interview


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Focus Groups


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On-line Focus Groups

On-line focus groups, also referred to as cyber groups, e-groups, or virtualgroups, are gaining popularity as the research marketplace discovers theadvantages they offer (saving time and money spent traveling, bringingtogether respondents and observers in far-flung locations).

A professionally structured group discussion that provides in-depth insights

and an understanding of motivations and perceptions.

Performed in a secure, online chat-room environment.

A professional moderator guides the discussion.

The on-line venue has been used for qualitative research since approximately1994, when a few research companies began experimenting with discussion

groups.

Evolved into a dimension of qualitative research, aided by customizedsoftware, that creates virtual facilities with waiting rooms, client backrooms,and focus group rooms.


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Projective Techniques

Definition

Indirect methods of questioning enabling respondents to project beliefs and feelingsonto a third party, an inanimate object or a task situation

Helps reveal hidden feelings and opinions

Types

Word association

Sentence completion

Third-person techniques and role playing

Storytelling


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Projective techniques: Word association

Interviewer presents list of words, one at a time, and respondent says firstword that comes to mind

List includes neutral items (e.g., sock, table, tree) and words of interest such asbrand names (e.g., Frost, Verve, Ultra) name for a new vodka


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Unstructured Disguised Questionnaires: Word Associations

McDonalds

Sears

Enron

AT&T

Coca-Cola Microsoft

Nordstroms

Hugh Grant

Madonna

Michael Jackson

George Clooney

San Francisco

Mexico

Japan

lawyers

accountants

marketers

consultants


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Projective techniques: Sentence completion

Respondents complete partial sentences with the first word or phrase thatcomes to mind

Example

People who drink beer are __________

People who like dark beer are ______

Imported beer is most liked by______


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Projective techniques: Sentence completion

Asked 179 smokers who believed cigarettes are a health hazard why theycontinue to smoke:

Pleasure is more important than health

Moderation is OK

I like to smoke

But.Sentence completion test found

People who never smoke are ______

Better off, happier, smarter

Teenagers who smoke are _________

foolish, crazy, uninformed, stupid, showing off, immature, wrong


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Projective techniques:

Third person techniques and role-playing

Third-person techniques and role playing

Asked about third persons behavior or attitude

E.g., neighbors view of faults of lawn mower

Role play other person in setting

E.g., children in mother role for cookie just seen in ad


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Storytelling TAT/Pictures

TAT

Storytelling


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Storytelling

Zaltman Metaphor Elicitation Technique (ZMET)

Think about product or brand and find 8-10 pictures (from magazines, catalogues,photoalbums) to represent thoughts and feelings about it (1 week)

Probing interview in Zaltman lab about pictures (2 hours)

Digital collage of most meaningful 5-7 pictures

E.g., Nestle crunch; Febreze


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Projective techniques: Storytelling ZMET


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Interviewee #1:

Woman, 30-39 years old.Describe yourself:

I am a quiet person, I keep

mostly to myself and keep out of

trouble that way.

When do you buy flowers?:

I love flowers because theybeautify the surroundings. They

give me a special calm feeling

of enjoyment. I give flowers to

let someone know you are

thinking about them.

Her drawing:

Describe a dream involving flowers:

I would send flowers to the ladies at work with a note attached and they would

all start crying at one time.

How are flowers and funerals related?:

All the funerals Ive been to have flowers. I guess when you die, you will be in

paradise and paradise is full of flowers.

Customers Drawing Pictures for a Study Sponsored by a Large

Florist Retail Chain


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Interviewee #2:

Woman, 20-29 years old.

Husband sends her flowers because:

I am sweet.

Three words associated to flowers?:

I love you.

Compared to other gifts, flowers are:

Warmest, most romantic, highest class,

sexiest, most fun.

Flowers remind me of:Love!

Describe a dream involving flowers:

Someone gets married, they are happy and I

am pleased for them and I send flowers to

congratulate them. Everyone likes it and they

live happily ever after.How are flowers and funerals related?:

Im opposed to the idea of flowers at funeral.

Flowers at funeral are sad. The tradition of

sending flowers to a funeral may have come

about in order to cover the smell of the body.

Her drawing:


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Interviewee #3:

Man, 40-49 years old.

Describes himself as:

a loving and generous man. He

celebrates all occasions with lavish and

often costly gifts. He is enthusiastic

about giving flowers and says they

make him think about happiness and

warmth.

He also says:The main reason to send flowers is to

apologize for having a fight. They lift

the spirits, women would be happy

about the flowers.

Describe a dream involving flowers: :

I had a dream that I send some flowersand as the person bent down to smell

the flowers, a thorn cut her lips. Even

though she was bleeding she called to

thank me for sending her the lovely

roses.

His drawing:

*Sidney Levy shared these stories and pictures (Churchill and Iacobucci 2005).


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Qualitative methods: Advantages and disadvantages

Advantages

Rich and vivid data

Do not require specific hypotheses, questions or explanations

New insights can suggest hypotheses

Illusion of natural communication

Disadvantages


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Interpretation - Silence


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Selection


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Interviewer/moderator influence/bias


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Small sample sizes and non-representative samples


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Qualitative methods: Advantages and disadvantages

Focus groups v. Interviews

Amount respondents can say

more in focus groups

Contamination

Interviews not contaminated by others views

Attitudes may reflect feelings about moderator

Results can be absorbed directly by clients

Vivid sometimes a disadvantage

Can see strength of opinion and the impact of peer pressure

In focus groups

Conservative Focus groups can be biased against really new ideas

Economy

focus groups can get expensive, e.g., $2000 4000


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Observational Research Methods

Direct observation

E.g., shopping behaviors by Envirosell

Also contrived observation, e.g., tests of interactions on airlines


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Direct observation and Ethnography example: Once Famous

Example of direct observation and ethnography


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Inside Once Famous - Downtown Minneapolis,

(Marquette and 6th Street)


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Direct observation

E.g., shopping behaviors by Envirosell Also contrived observation, e.g., tests of interactions on airlines

Content analysis Observation and analysis of content of communications

E.g., contents of and messages in ads, TV programs, newspaper articles toexamine types of themes, appeals

Physical trace measures E.g., the wear on library books, wear on floor around museum exhibits,

squash baby food containers in Hispanic household garbage

Behavior recording devices E.g., PeopleMeter by Nielsen, Arbitron; TiVo digital TV recorder, records what

commercials people skip; scanner data; eye-tracking monitor for ads


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Eye-movement monitoring example


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Direct observation

E.g., shopping behaviors by Envirosell Also contrived observation, e.g., tests of interactions on airlines

Content analysis Observation and analysis of content of communications

E.g., contents of and messages in ads, TV programs, newspaper articles toexamine types of themes, appeals

Physical trace measures E.g., the wear on library books, wear on floor around museum exhibits,

squash baby food containers in Hispanic household garbage

Behavior recording devices E.g., PeopleMeter by Nielsen, Arbitron; TiVo digital TV recorder, records what

commercials people skip; scanner data; eye-tracking monitor for ads

Ethnographic studies Closely observe consumers behavior in everyday situations then ask

consumers to explain behavior E.g., observe applying skin lotion and ask why doing it in particular way

(slapping on remedy for dry skin; caressing- for nice smell and soft skin);Intuit Follow me home approach


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Observation research methods: Advantages and

disadvantages

Advantages Many are objective Versatile Wide variety of behaviors can be observed: physical actions (e.g. shopping or tv

viewing), verbal behavior (e.g., sales conversations), expressive behavior (e.g.,tone or voice, facial expressions), spatial relations and locations (e.g., trafficpatterns), temporal patterns (e.g., time spent shopping), physical objects (e.g.,

newspaper recycling), verbal and pictorial records (e.g., ad content) Fast and timely (often, but some things are slower) Relatively inexpensive (but can be expensive)

Disadvantages Cannot assess consumers cognitions (most imp!) E.g., attitudes, motivations, expectations, intentions Lack of generalizability

Samples may be small and not representative Typically limited to overt behavior of short duration Can alter usual behavior if obvious/instrusive observation Some ethical concerns E.g., contrived observation entrapment Need well-trained observers

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